Kraft Gets In-Market Testing Right

Kraft Foods recently highlighted opportunities for consumer goods companies and retailers to partner to improve returns from in-market testing at FMI 2010.

 

Based on tests led by the manufacturer's In-market Testing for Growth (IMTG) group, and using Test & Learn tools from Applied Predictive Technologies (APT), Kraft shared insights on how retailers can profitably improve shelf layouts, merchandising, marketing and servicing strategies.

 

The company showcased an innovative product assortment at this year's exhibition, highlighting the role that collaboration with retailers and in market tests played in identifying opportunities to better serve customers.

 

Autumn McDonald, Kraft Food's Director of IMTG, noted, "In this competitive industry, our partners have realized the importance of IMTG's ability, using APT, to determine with confidence which ideas work, which don't and which could be fine-tuned."

 

APT and Kraft have worked together to enhance Kraft Food's in-market testing capabilities since they initially licensed the APT Test & Learn Analytics Platform in 2007. APT's Test & Learn software provides Kraft Foods with the capability to conduct in-store experimentation and data analysis. Using Test & Learn, APT's customers are able to evaluate a range of initiatives across the retailer-manufacturer relationship, spanning sales/merchandising, marketing, and operations.